The pharma commercialization journey begins long before a new drug actually hits the market. After all, successfully releasing a new drug requires that you have a thorough understanding of the market and of the competition. It’s the only way to position your product for optimal results.
In fact, this begins as early as pre-clinical studies, when you have yet to begin human trials. It’s important, at this point, to begin thinking about how to position your new drug on the market, and to be made aware of potential alternatives that are also in the pipeline, as well as how patients and physicians would respond to your new treatment.